Bum deal: is this the bottom for Apple?

It seems that Apple are unhappy with the amount of PR hype and conversation around their 9th September keynote, where it is suspected that they will unveil another OS, a couple more iPhones, a new iPad and a smartwatch.

Apple Keynote 2014

Yes, despite being everywhere at the moment, the Cupertino-based company are still unsatisfied, and reports say that they may be resorting to drastic measures in order to drive buzz and garner attention.

In the style of many brands this year, it seems Apple have decided to revise their logo; taking inspiration from other high profile (and high ‘share of voice’) visual identity rethinks; namely AirBnB’s ‘penis and poon’ icon and American chocolate manufacturer Hershey’s ‘steaming pile of dog poo’ effort.

Insiders at the company say that both Tim Cook and Jony Ive have a deep respect for both of these organisations, believing them to symbolise the bravery, values and qualities that all premium brands will need to reflect in the near future. Values such as vulgarity, uncouthness and ignorance, to name but a few.

So it is with great pride that we introduce you to what just might be the new Apple logo Tim and Jony talk through tonight. An approach that is tentatively titled, ‘Stink Different’.